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Uses and Gratification theory

The Uses and gratification theory explains that people use media for various cognitive reasons and will continue until those needs are satisfied. The reasons for why someone may be absorbed into media depends on the person, but it could be due to acquiring intellectual knowledge, evoke emotions similar to a sad movie, or release self-esteem. In addition, there are more unhealthy reasons for why one would be strongly attracted to media; which is as a form of escapism from reality and stress or even as a way to feel like socializing with family and friends without actually interacting with them. The Uses and Gratification theory is more psychologically-oriented and doesn't take into account the power of media like the Media Dependency framework does. 


Uses and Gratification Theory. (n.d.). Uses and gratification theory. Communication Theory. Retrieved July 1, 2022, from https://www.communicationtheory.org/uses-and-gratification-theory/

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